KEEN came to us with a challenge: how to launch a new product line in foreign territory, the utility boot industry. Sockeye developed a national ad campaign to position KEEN in a way that carefully leveraged the brand’s progressive image in a very different environment where only the toughest survive. We called it Project Reboot. Workers in innovative industries were outfitted with KEEN Utility boots. We documented their experience via online videos, ads and social media. In the two years following the campaign’s launch, KEEN Utility sales more than doubled.